A few weeks ago, Magnum opened up a Pleasure Store in Covent Garden, within the piazza, right next to the Royal Opera House. It is the perfect place to indulge and create you very own personalised, freshly-dipped ice cream using a selection of delicious toppings from thousands of flavour combinations from rose petals to chilli flakes and marshmellows! The launch party was attended by a host of celebrity stars including Lindsay Lohan, Holly Fulton, Rosie Fortescue, Oliver Proudlock and Jameela Jamil on the hottest day of the year and hottest day in July on record – 37 degrees! I refused to dress down and wore my usual blazer jacket, shirt and bow tie – no shorts but trousers. If you think I am crazy, you are right – I must be because no one could quite believe I didn’t settle for a t-shirt or a polo shirt and shorts!
I actually had no idea whatsoever Lindsay Lohan was attending the private launch party – so it was a complete surprised. We both arrived at the party at the same time – fashionably late – about two hours after it had began. I was making my way all the way from Greenwich from the Mr Porter party in a rush and I remember as I was walking towards the Magnum Pleasure Store the photographers were chasing Lindsay to pap away in her beautiful white lace dress. We both headed in and had our photos taken and then what happened next was a bit surreal. Lindsay looked straight at me & came over right over to touch my bow tie and jacket and said, “You look so suave!” She was very playful and straight to the point! It was a pretty surreal moment considering she has met some of the most beautiful and well dressed men in the world. It took a moment to register and I didn’t go all shy on her – we both clicked and got talking about the summer in London and the lovely PR lady took a few photos of us. Lindsay is an absolute darling. It felt like talking to a good friend, we had a banter and laughed together. She is an absolute darling.
With just a few hours to go before Lindsay’s birthday, the staff at the store gave her a huge surprise by presenting her with a very special ice cream complete with a single lit candle placed on top and then all the invited guests and I sang happy birthday to her. Her reaction was one of sheer delight, and she blushed as she blew out the candle. You can watch the video I made of that moment by clicking here.
It was a joy to see Holly Fulton again and have a good catch-up over what she has been up to, over the last few months. She had designed Magnum ice cream inspired “Key to Pleasure” necklaces, to be given out to VIPs and competition winners. Each necklace entitles its recipient to one free ice cream each day until the end of August. Yum! Holly and the Magnum staff were incredibly kind to gift me with a necklace of my own. I am extremely grateful and have popped down to the store a few times.
Demand for ice cream at the Magnum Pleasure Store has been absolutely unbelievable. There are long queues all day, every single day and once you try one, it’s easy to see why. I have been experimenting with different toppings each time and I think my favourite topping is the rose petals so far.
A three weeks after the launch party I had been invited to pop behind the counter at the store to have a go at dipping and designing my own ice cream all by myself (see photos below). As with many things in life, it was more trickier than it looks but I think I did reasonably well for my first attempt and the staff members were impressed. I find it incredible how quickly the ice cream dries up after you have dipped it in liquid chocolatey coating.
The Magnum Pleasure Store is open every day from 11.30am – 9pm until 31st August 2015. It goes without saying that I strongly recommend going there for an ice cream or two (or few). There are seating areas inside with comfy lounging chairs and high stools.
